Strategic Partnerships and Corporate Support in Italian Cultural Organisations: the case of Fondazione Brescia Musei’s Alleanza per la Cultura

Corporate support has become increasingly important to guarantee long-term viability in museums and cultural organizations. The topic is presented at different levels, from the simplest forms of donations to long-term agreements of partnerships between organisations and private firms. First, this paper will present a model framework of Italian cultural entities, describing the progressive transformation of their funding system from a preeminently public-dominated to a more mixed one, with particular reference to the competitive advantage and benefits arising from successful partnerships both for cultural and economic organisations. To investigate the phenomenon, a qualitative, explorative approach has been chosen, focusing on the case study of Fondazione Brescia Musei. In 2020, following up to its latest management model, the Foundation has launched Alleanza per la Cultura, a public-private non-competitive long-term agreement that has been signed by nearly 40 local corporate firms to boost the promotion and the conservation of the Foundation’s cultural heritage. Taking into consideration the internal characteristics of the organisations and the environment in which they act, this research will identify the efficacy of the project, arguing the positive long-term effects of similar partnership models in bringing a positive impact for all parties.